by scanning headlines. If your headline doesnt grab attention, your ad will never be read, let alone noticed.   Element # 7 - Sell the Benefits   Your prospects dont care about you. They dont care about your awards, the name of your business, how much you sell, or how good you think you are. They only care about how you, and what you offer, can benefit them. So leave out all of "me" copy and sell the benefits. Ultimately people only want two things, (1) to gain pleasure, or (2) to avoid pain.   Tell people how your offering will help them either gain pleasure or avoid pain by expressing it in the form of benefits. Dont confuse this with listing the features of your product or service. People arent concerned as much with features as they are with what the features will do for them personally. To do this, list each of the features of your product and then determine the benefits -the potential for gain or for avoidance of pain - that your prospects will receive as a result of each feature. Hint: Studies have shown people respond better to the fear of loss (pain) then they do to the promise of gain.   Element # 8 - Make it Risk-Free   Consumers are naturally skeptical. With all the scams, rip-offs, and untruthful ads consumers have been exposed to, who knows what to believe anymore? You must make your ad credible and risk-free. The good news is that its easy to do. Using a combination of these three strategies will provide a powerful risk-free offer.   Strategy #1 - Use Testimonials   Testimonials from real people are powerful. People dont like to be guinea pigs. If theyve seen that someone else has received the promised benefits, youll have instant credibility. Hint: Including pictures of endorsers will double the effectiveness of your testimonials.   Strategy #2 - Offer a Strong Guarantee   Provide as strong a guarantee as is absolutely possible. If you cant provide a strong guarantee for your product, perhaps you shouldnt be selling it. Unfortunately, too many small business people fear that customers will take them up on their guarantees. Let me ask you When was the last time you took somebody up on their guarantee? Seldom are guarantees exercised. Use a powerful guarantee.   Strategy #3 - Include Facts and Statistics   Use facts and statistics from reliable sources to bolster your claims. People find comfort in positive, scientific proof.